14 AUG 2014

Omnibus surveys

Omnibus surveys (omnibus study) are kind of multi-subject qualitative research, used to collect information on multiple subjects. Usually, the questionnaire is created using questions that come from different companies. Each company pay only of selected questions. This way cost of reaching respondent and data collection is split between several clients and can be much lower than it would be for the same survey performed for only one client.

Omnibus study advantages :

low cost of responses collection

quick survey results

regular surveys

Omnibus surveys are most often used for market research, brand awareness or public opinion polls. They can be done using CAPI, CATI or CAWI technique.